Research Details

Abstract

The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on—or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?

Type

Case

Author(s)

Kent Grayson, Sachin Waikar

Date Published

09/02/2011

Citations

Grayson, Kent, and Sachin Waikar. Sony Targets Laptop Consumers in China: Segment Global or Local?. Case 5-311-500 (KEL614).

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